Try not to be judgemental about beauty. To this day, I am still amaze by the way some women, who seem plain at first or even almost ugly when you study them in detail become more and more beautiful the more you "discover" what brings those features to life and the mysterious qualities that can be incredible in front of the camera.
The perfect model, photogenic from any angle and perfectly at ease and comfortable with herself, is extremely rare. The majority of models are beautiful, but not from any angle, and they may not have secure personalities. As one of the first people to work with the models, it is the makeup artist's job to help put them at ease. Watch for signs of facial tension of which you can try to make the model aware and try to find ways to help her relax.
Just as you search a little to find the right makeup, the photographer will of tens need time to figure out the best lighting for the model. If you see that model doesn't look good in that light, you have to adjust the makeup to suit it. I often like to work on set where I can see the model in the light, rather than doing it beforehand. I recommend this if you are trying to do something a little unusual or creative. Models can become intimidated by this type of makeup and lose their sense of freedom and spontaneity; which is important for successful shoot.
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